VP, Sales presso Dan-O's Seasoning, LLC

Description

Dan-O’s Seasoning is seeking a commercially savvy, strategically minded sales leader to serve as Vice President of Sales. This executive will lead our sales strategy across all channels - including grocery, club, mass and e-commerce - while elevating our customer narrative, expanding distribution and accelerating profitable growth.  The ideal candidate is a proven CPG sales leader with deep retail relationships, strong financial acumen and the ability to unite teams behind a clear vision.

This role requires both strategic foresight and hands-on execution - someone who can connect internal teams, sharpen our go-to-market capabilities and ensure our investments deliver measurable results.

Requirements

Key Responsibilities

Sales Strategy & Customer Leadership

• Develop and execute a comprehensive sales strategy aligned with company goals and brand positioning.
• Lead retailer negotiations and manage executive-level relationships with key accounts (e.g., Kroger, Walmart, Costco, UNFI, KeHe).
• Identify new market opportunities, expand distribution and help guide entry into new accounts and geographies.
• Establish KPIs, forecasts and scorecards to monitor performance and adjust strategies in real time.

Commercial Selling & Storytelling

• Build and deliver a clear, compelling selling narrative rooted in shopper insights, brand positioning and category dynamics.
• Partner cross-functionally to align on selling stories, customer-facing materials and points of difference.
• Elevate customer meetings with strategic asks, clear partnerships and tailored selling strategies.

Revenue Growth Management (RGM)

• Own trade spend strategy, pricing architecture and sales budget allocation across all channels.
• Drive disciplined management of promotional investments to maximize ROI 
• Partner with Finance to continuously elevate trade and promotional effectiveness.

Category Management & Channel Strategy

• Define channel strategies grounded in shopper behavior, category dynamics and consumer targets.
• Leverage category data and retail insights to recommend shelf layouts, adjacencies and promotional mechanics.
• Guide how our products should look and perform at shelf to disrupt the category and capture shopper attention.

Shopper Engagement & Brand Growth

• Partner with Marketing to design and execute shopper activations that elevate awareness, trial and repeat purchases.
• Support innovation planning by identifying whitespace opportunities based on retailer input and consumer trends.
• Represent Dan-O’s at industry trade shows, events and customer meetings.

Team Leadership & Development

• Build, lead and grow a high-performing sales team, including internal sales team members, brokers and distributors.
• Identify capability gaps and implement training, coaching and development programs to close them.
• Actively mentor high-potential talent, fostering a culture of accountability, curiosity and commercial excellence.
• Inspire and align internal teams across Sales, Marketing, Finance and Operations to deliver unified customer solutions.

Qualifications

• 10+ years of progressive sales experience in CPG, preferably food and beverage.
• Proven track record managing national retail and distributor relationships with top-tier accounts.
• Deep expertise in syndicated data (e.g., Nielsen, SPINS, etc.) to identify opportunities and inform strategies.
• Strong command of trade spend management, promotional planning and margin analysis.
• Skilled at leveraging consumer and shopper insights to shape selling stores, category plans and engagement strategies.
• Demonstrated success in building customer narratives that influence buyers and secure business.
• Experience managing and scaling broker networks and sales teams.
• Exceptional communicator and persuasive presenter with the ability to inspire and influence at all levels.
• Entrepreneurial mindset, comfortable in a fast-paced, high-growth environment.